從訊息生命週期觀點探討一則網路訊息引發企業危機事態：以Ａ公司為例

Message Life Cycle and Firm Crisis: A Case Study

張貼於社群媒體的一則訊息，可能迅速擴散、並引發企業危機。尤其當訊息內容涉及企業不當作為、影響其聲譽時，如何回應與處置極為關鍵。本文運用「訊息生命週期」理論架構，分析Dcard平台上針對A公司抄襲事件的3,907則貼文，觀察在社群互動與情緒驅動下，訊息影響力如何歷經初始、互動增壓、飽和、靜息四階段，如何擴散又消退，並探討相關企業危機管理議題。本文運用內容分析法、MaxQDA文本分析、Power BI視覺化與深度訪談，一方面探索原貼文者、社群成員、企業在不同階段扮演的關鍵角色，另方面也探討企業危機管理機制。本文亦強調組織文化與內控機制對危機應變之關鍵地位。

Rapid transmission, sharing, and discussion of hostile messages on social media may cause a crisis for enterprises. Therefore, responding appropriately to such messages is crucial. The message life cycle framework explains the dissemination of social media messages across four stages: emergence, amplification, saturation, and recession. The study employs this framework to a case study involving an accusation of plagiarism on the social media platform Dcard. To analyze the mechanisms driving the rise and fall of message influence throughout the message life cycle, we examine 3,907 posts related to the incident. We also conduct a textual analysis to evaluate the patterns of interaction, emotional reactions, and social media responses of users by applying MaxQDA, utilize Excel Power BI to visualize data, conduct in-depth interviews to obtain qualitative data, and employ thematic analysis to identify salient themes. Moreover, we examine the roles and behaviors of stakeholders to identify effective crisis management and response strategies at each stage of the message life cycle. This study also assesses how organizational culture and internal control systems contribute to such crisis management strategies.